Are you ready for #BratSummer?
Pop icon Charli XCX released her new album, BRAT, last month, and whether you're part of Charli’s core fanbase or not, one thing is for sure: her album makes a lasting impression, especially with the "lime-green" color that has become synonymous with Charli XCX and BRAT. Since its June release, BRAT has generated an impressive $22.5 million in media impact value (MIV), according to Launchmetrics. This figure reflects the value of a brand or individual’s posts, article mentions, and social media interactions.
Much like the rise of Barbiecore last year, the #BratAesthetic is taking ownership of a color and the marketing industry. We’re seeing massive campaigns tapping into this trend to capture some of the Brat aesthetic's spotlight. Case in point: a plant-based meat company recently hijacked Charli XCX's album launch with a campaign inspired by BRAT.
So, what can advertising learn from Brat Summer?
🌻Be authentic and real: Charli’s success -beyond her music itself- highlights the TikTok trend for content that is far from perfect and polished. Authenticity resonates with audiences.
🤸🏼♂️Adopt a 360 mindset on trends and embrace cross-industry inspiration: Who says a meat company can't have its iconic moment inspired by the music industry?
👽Be as Bold as #BratGreen
And as Vogue Business confirms, it’s officially Brat Summer!
The rise of #Brat needs to be studied: https://lnkd.in/d5gVSF8J
What do you think of this campaign?
Plant-based meat brand Field Roast have joined in with the Charli XCX hype with this witty OOH campaign.
The Toronto activation promotes their veggie sausages with a play on the singer's new album title BRAT.
💡No Fixed Address | Field Roast | Jamie Marcovitch